Like what is that driving force and that congruency to use your term? So explain how you guys rank and monetize this psychographic and kind of customer cohort data in a way that actually changes that site decision, not necessarily the qualitative outcome, but the decision and what that looks like in practice versus just kind of running to your point, this traditional qualitative analysis.

Yeah.

Well, I think it's a couple of things.

I mean, if you if you I'm not saying don't do this because there's someone has to do this.

Go sit on a site.

Go sit at the coffee shop next door.

Have a drink across the street like you.

What do you see is the real thing that they tend to be afraid to say, even when maybe their gut and data to your point do have some synergy, but they just don't want to get over that hurdle.